Journey Mapping: 2 Decisions to Make Before You Begin

Summary: Customer journey maps come in two flavors: current-state and future-state mapping. Mapping can be based on hypotheses or on real user data.

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Journey Mapping: 2 Decisions to Make Before You Begin

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Kate Kaplan specializes in applying human-centered design and research practices to enterprise UX challenges. With over 15 years in UX, Kate has extensive experience in both conducting research and helping teams understand and apply user insights to overall business strategy.

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